chapter 9

Colleen GreeneCaleigh Sullivan

Consumer driven to extort money

Large settlements to avoid litigation

Most cases turn out to be a hoax

Report to media instead of law enforcement

•Woman claimed to find finger in her Wendy’s chili

•Good Morning America

1. Established the brand was not at fault

3. Ensure key values drive all decisions and activities

5. Brief team members for quick action and response

7. Build a campaign that enhances Wendy’s brand

•David Reynard claimed his wife developed brain cancer from cell phone usage

•Proven that tumors existence was prior to cell phone

•Cell phone companies gave customers options to cancel

•Claimed to have found syringes inside Pepsi cans

•pepsi hoax resolved

•More products were sold after crisis

Assess the problem through publics eyes

Speak with one voice

Communicate quickly

Keep your message simple

Choose the right spokesperson

Distribute media-friendly tools

Present the people, not the company

Technology